STADA unifies global presence and streamlines digital operations across 30 countries

Digital strategy
CMS websites
Digital marketing
Content marketing
Conversion rate optimisation
Hosting & support
Paid media
PPC advertising
SEO
UX design

Client overview

STADA is a significant player in the global pharmaceutical industry, headquartered in Bad Vilbel, Germany. The company operates on a three-pillar strategy focusing on consumer healthcare products, generics, and specialty pharmaceuticals. With a presence in approximately 120 countries, STADA has established a widespread international footprint, making it a key player in the pharmaceutical sector.

Since 2017, we have worked with STADA on a range of projects, including re-platforming their websites, providing ongoing support, and enhancing website development. These efforts have improved their digital presence and ensured consistent brand identity while streamlining operations across a vast network of websites.

The challenge

STADA encountered challenges with a fragmented brand identity and a collection of disparate digital assets across over 30 countries. Each consumer healthcare brand, including Venoruton, Viruprotect, and Nizoral, was managed at the local affiliate level, resulting in a lack of cohesive corporate messaging and a consistent tone of voice. This disjointed approach hindered brand recognition and operational efficiency.

Additionally, the content duplication and localisation complexity further compounded STADA's digital challenges. Consequently, there was an urgent need for a comprehensive solution to harmonise branding, streamline operations, and elevate the user experience across diverse markets. Transitioning successfully to a more integrated platform was essential for STADA to enhance its online presence and respond effectively to evolving market demands.

The approach

To enhance STADA's digital presence and unify their brand identity, we devised a comprehensive strategy encompassing several key components. Through these initiatives, we sought to establish a cohesive digital infrastructure that supports STADA's global operations, enhances user experience, and elevates their brand identity across all markets.

  • Development of a unified framework:

    We created a bespoke Umbraco framework that standardised branding for all affiliated websites. This framework ensured consistency in design and functionality, reinforcing STADA's corporate identity and simplifying the website development process.

  • Modular approach and template creation:

    By adopting a modular approach, we developed a customisable module library within Umbraco. This allowed for efficient website customisation while adhering to STADA’s corporate ethos, accommodating the individual needs of various brands across countries.

  • Standardised style guide:

    Collaborating closely with STADA, we established a comprehensive style guide that serves as a blueprint for all affiliate brands. This guide ensured uniformity in visual elements, tone of voice, and user experience across all digital touchpoints, enhancing brand cohesion and recognition.

  • Continuous optimisation and iteration:

    A strategy for ongoing optimisation was implemented, allowing us to keep STADA’s digital presence aligned with evolving market trends and user preferences. Regular monitoring and performance analysis ensured that the platform remained responsive and effective.

  • Training and support:

    Extensive training sessions were conducted for STADA’s teams, equipping them with the skills necessary to manage and update website content independently. This empowered them to maintain their online presence and respond quickly to changing market demands.

The results

The digital strategy executed for STADA has delivered impactful results, underscoring the value of our collaboration:

  • Enhanced brand cohesion:

    The framework facilitated a cohesive brand identity across all 206 websites. Consistent branding, design elements, and user experience fostered greater brand recognition and resonance among global audiences.

  • Streamlined operations:

    Content management processes are now streamlined, reducing the time to market for new websites and updates. These efficiency improvements translated into cost savings and resource optimisation for STADA.

  • Improved user experience:

    The adoption of the style guide and enhanced training for STADA’s teams contributed to an improved user experience. Clear navigation, consistent branding, and relevant content increased user engagement and satisfaction across all digital touchpoints.

  • Scalability and flexibility:

    The migration to scalable and cloud-based hosting solutions provided STADA with a robust infrastructure capable of supporting its growing digital footprint. This scalability ensures that STADA can adapt to changing market dynamics and expand its online presence seamlessly.

  • Continued optimisation:

    The implementation strategy for continuous optimisation and iteration ensures that STADA’s digital presence remains aligned with evolving market trends and user preferences. STADA and our team can maintain their competitive edge in the pharmaceutical industry by staying agile and responsive.

Project highlights

  • 206 websites launched to date across 30+ countries
    206
    websites
  • 40+ global STADA brands utilising the framework
    40+
    brands
  • 19 master websites created for localised market adaptations
    19
    master websites
  • 30+ brand managers working globally with CTI
    30+
    brand managers
  • 21 STADA corporate affiliate sites with multi-language and country capacity
    21
    corporate sites

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